Choice-supportive biase
(reading time – 30 sec.)

Choice-supportive bias or post-purchase rationalization is the tendency to retroactively ascribe positive attributes to an option one has selected and/or to demote the forgone options.

It is part of cognitive science, and is a distinct cognitive bias that occurs once a decision is made. For example, if a person chooses option A instead of option B, they are likely to ignore or downplay the faults of option A while amplifying or ascribing new negative faults to option B. Conversely, they are also likely to notice and amplify the advantages of option A and not notice or de-emphasize those of option B.

Real life example: IPhone owners tend to think that their devices better than Android owners have. And vice versa

Topic: #CognitiveBiases
Source: wikipedia.org